Reveal 1 99%of the copywriting nightmare: "Pseudo Pain" & "Pseudo -benefit"

Editor: Many copywriters do not know how to poke the pain points and give benefits at all. Many times they are giving users pseudo -pain points and pseudo -benefits, and they are completely unknown. So, what is the real pain point and the benefit of the copy? How to write? The author summarized a few points, hoping to help you.

It is not an exaggeration to say that 99%of the copywriters do not know how to poke the pain point, and there is a good place, so that ...

The pain points are not painful, and the benefits are not hooked! Or……

They have been writing ...

Pseudo -pain points and pseudo good places, more importantly ...

They do not know themselves! (This may contain you)

Below I will help you end this nightmare, let your copy of the copy, and instantly enter the dimension of the master!

Before the official revealed the secret, let's tell you a story first (this story has been told earlier):

It is a "5 question" mode in Toyota. What is "5 questions"?

For example, take the problem of oil leakage for example:

Toyota will use "why" to guide employees one after another, such as: Why is there oil on the ground? Because the machine leaks oil. Why does the machine leak oil? Because of the aging parts and severe wear. Why are parts serious? Because the quality is not good. Why use bad quality parts? Because of low procurement costs. Why control procurement costs? Because of the short -term cost, it is the performance assessment standard of the procurement department. Through 5 why, the root cause of the problem of oil leakage appears the prototype. The probability of reducing the problem from the root cause.

Okay, the story is over, and told you secretly, a hidden in this story ...

Stunning secrets!

Once you master this secret, then ...

Your copywriting skills are just like eating Dajian Dan, and it has increased instantly!

Even ... a lot of paid or tens of thousands of copywriting courses will not tell you (at least I have never seen it at this time).

However, now I decided that it will be announced for free today. You must raise your ears to listen ...

For example, now you are a fatter who is married, there are two sentences below, you feel:

Obesity is not only bloated, but also bad for you, you should lose weight immediately! Is your husband always impatient and wearing beautiful clothes and asking him how to do it. As a result, he said: Everything you wear is the same? You should lose weight immediately! Okay, don't think, tell me, two words, how do you feel?

Right, you also say that the second sentence is more worried, and there is a urge to lose weight immediately, isn't it?

The question is, why is the second sentence more poked? Talk about your thoughts ...

"The second sentence is obviously more realistic. A lively life scene, it seems to be talking about me!"

Yes, what you said is great, that's it!

(PS: Recall that most copywriters in the market are writing the first one?)

The question is here again, you must be curious now, why can't you remember the second way of writing?

Hahaha, do I understand you very much? (Don't forget, I also came from your process)

If you have a technique, you can make you easily write the second copy, you imagine ...

Are you more than 99%of the copywriters?

Because you know more about how to say that you can do your best to stimulate them to act.

And this is exactly the core of a copy of a copy of a copy, isn't it?

Then I ask you, how much do you think of this skill?

I think the lowest starts at a minimum!

Hahaha, don't tease you anymore, return to the topic, and say that you will disclose this secret for free, how can you raise money again.

In fact, this secret is hidden in the story of the beginning of the article ... I believe that with your wisdom's brain, it should be probably known.

Yes, that is ...

Ask a few more times! (Repeat this sentence 3 times, in your heart)

But even if I tell you this secret, if I do n’t help you, you may still be a bit embarrassed. This stuff has such a great power?

Don't worry, now following my thinking, I will help you from scratch, get up, do not fall behind ...

Take the fat sentence above, if you are selling women's weight loss products now.

This morning, you are sitting in front of the computer and opposite it. You want to poke the user's pain point to stimulate the user's desire to lose weight, and then ...

You rack your brains and think about it (I don’t know how many brain cells have died)

Finally, a white light flashed through your mind. In an instant, you are like a spring, knocking a copy on the Word document: Obesity is not only bloated, but also bad for you. You should lose weight immediately!

Hahaha, the first sentence above!

However, after writing, I always feel that it is not good, and I ca n’t say it, so ...

You sent it to the best friend and wanted to hear her opinion, so she came with a word:

I didn't feel it. Now many weight loss documents outside are written like this. After listening to too much, the ears have heard calluses.

Then, you are more confused, even more uncomfortable ...

In fact, this sentence is a typical "pseudo pain point"! Don't hurt people.

So how can it become a real pain point?

Now I just need to dial you a little bit, you can immediately write the copy of the second sentence above. Do you believe it?

Don't believe it and then look down ...

Okay, now I ask you:

Why does a married obese woman lose weight? Answer me- "Because they want a good figure ~"

Okay, "Why do they want a good figure?" Answer me--

"Because they don't want to be disgusted by the other half ~"

Okay, since I do n’t want to be disgusted by her other half, then we have to poke the pain point, do we only need to describe one ...

Just came out of the specific scene of their husband's dislike?

So, are you easy to think of the second sentence of the above sentence?

Is your husband always impatient and wearing beautiful clothes and asking him how to do it. As a result, he said: Everything you wear is the same? You should lose weight immediately!

You see, are we step by step, and by asking why, we found out the real pain in the user's heart? (Have you found that this process is particularly like the 5 question mode of Toyota Company?)

Okay, after speaking, you may have doubts ...

By asking why, can you write the benefits of our products more attractive?

sure!

For example, you are doing micro -business, and now you want to recruit agents. You tell the user: Join us and take you to make money easily!

Do you think users will be moved?

I don't feel much, so this is a typical "pseudo -benefit"!

How can we become really beneficial and touch people?

Still the secret, follow my rhythm, so to ask yourself:

"Why do others make money easily?" Answer me- "Oh, he doesn't want to be so tired, so hard, 996 all day." "Why don't he want to be so tired, so hard?" "Oh, he wants to have more more "Most of his free time" "Why do he want more free time?" "Oh, he may want to have time to travel with his family often to travel and take a vacation."

You see, is there a few reincarnation, is it that "real benefit" is coming out soon?

At this time, can we tell the user:

Do you want to bring a mobile phone and a global travel office and work for 2 hours a day. Even if you take your family on vacation at the beach, you can collect money, or even surpass your salary in the past few months? Join us right away.

Did you find it, is it super simple?

With this secret, you can easily write -poke the pain point of blood dripping in the user's heart.

And make users who want to stop.

So, from now on, remember, you can easily reach the essence and become a master! It's not just the field of copywriting.

#Columnist#

He Yang, public account: He Yang said copywriting, everyone is a product manager columnist. 7 -year old driver. Good at selling copywriting writing, physical store marketing planning!

The original published in this article is a product manager, and it is not allowed to reprint without permission.

The question map is from UNSPLASH, based on the CC0 protocol.

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